VW 70 Years Campaign | Volkswagen | ALMAPBBDO, São Paulo
PR Lions Gold winner ‘VW 70 Years Campaign’ showed the softer side of deepfake tech by reuniting Brazilian icon Elis Regina with her daughter Maria Rita. Using AI, the campaign highlighted the brand's historical legacy while introducing its first electric cars, bridging the past with the future. Ian Black, CEO of New Vegas, emphasised the role of PR in its success, noting that “without PR craft – which was perfect – this campaign would just be advertising”.
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